"Everything you've been told about building
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How Lawyers Should Use Facebook

Your goal with posts on social media? ENGAGEMENT. Engagement on social media is a “like”, comment, reaction or the holy grail of social media, someone who “shares” your post.  

Be genuine, vulnerable and personal. If you’re scared during the pandemic (we all are), share your fears on Facebook live.  The more personal, the better.  Don’t post about boring legal stuff.

Create a content calendar for daily posts on Facebook. Here’s a sample of our firm’s content calendar:


Surprising, but true, stories about history, persons and events. Trivia questions.


Little known PERSONAL facts about your background that you haven’t told anyone, e.g., first job, first date, favorite movie, etc. 


Inspirational quotes with a photo of our managing puppy, Patch McAdams (specializing in canine jurisprudence).


Photos of you or your team from your childhood. Credit: Morris “Mo” Lilienthal, Esq.


Events and fun things to do over the weekend in the community, e.g., a vegan or garlic festival, a concert at the music hall in town, etc.

10 Tips for Becoming a Social Media Star

Need other ideas for engaging posts?  Here are a few ideas that you can have some fun with:

#1: Viral Posts about the “Hot Coffee” Case: Nothing stirs up controversy more than the McDonald’s “Hot Coffee” case. Create a post with your unique take on the Hot Coffee case and watch your post go viral. Credit: Tyson Mutrux, Esq. in St. Louis, MO.

#2:  Trivia about your Hometown:  Try to stump you followers with a trivia question about your hometown and offer a $25 gift certificate to a local shop/restaurant for the winner. Contests with a prize will drive engagement to your Facebook page.

#3: Tour of your Office: Take a walking tour of your office and introduce your team members.

#4: Wheel of Charity:  Highlight your favorite local charities and donate $250 for the charity that wins the Wheel of Charity. Credit: Grungo & Colarulo in Cherry Hill, New Jersey.

#5: Feature Local Restaurants:  Feature the local restaurants and why you like them. Go live on Facebook at the restaurant whenever you eat there. Always tag the restaurant when you mention them in a post. Find the business’s Facebook page and insert an “@” symbol next to their Facebook name, e.g., @dietzstadiumdiner.   

#6: Feature Historic Sites:  Walk around your town’s historic sites and highlight the unique historical sites.

#7: What Makes Your Town Special:  Highlight a person or business that has accomplished great things for your community.

#8: Videos with Team Members:  Introduce your team members with live Facebook video.

#9: Best Of: Contests for the best Italian restaurant, best deli, best coffee house, best hot chocolate, best pizza, etc.

#10: Photos of Pets:  Your fans love photos of your pets! These posts never get old.

You Shouldn’t Do This Alone

Most lawyers want to take the easy way out by outsourcing their social media posts.  Big mistake!  Social media must be personal—that means it must come from you. Outsourcing social media doesn’t work, but where can you find ideas for new posts and daily accountability?

“Social media is a huge opportunity to reach a target audience.”
Jay Ruane, Esq., CEO of The Firm Flex Gym

The Firm Flex Gym has a great team of coaches who provide ideas for engaging, fun content with private Facebook group access, monthly strategy sessions, high quality stock images, and daily content ideas via text.  Thanks to coaching from The Firm Flex Gym (thank you, Aijah Downer and Jen Sanfilippo!), our firm’s Facebook page went from dormant to getting hundreds of likes, shares and comments from just one post.  It’s pretty cool to go toe-to-toe on social media with bigger law firms with multi-million $ marketing budgets.

Want an edgy, fun and engaged social media presence for your law firm? You won’t do better than The Firm Flex Gym.  Get more information at GetFirmFlex.com.

Photo by Tobias Dziuba from Pexels

Leave a comment below telling me what surprised, inspired or taught you the most (I personally respond to every comment). And if you disagree with my take on running a personal injury law firm, or have a specific, actionable tip, I’d love to hear from you.